I think the "Real Hip Hop" argument really makes more
sense in this context. When you have a white Hip Hop artist
whose made it to the mainstream and is championed as being
honest and down to earth in a way that hasn't been seen previously
you automatically lock out talent like Kendrick and J. Cole.
Despite being authentic Hip Hop they're ignored in favor
of someone with lesser talent that is seen as better due to
the power of perception.
A perfect example is this post :
Any other talent is completely ignored in favor of the mediocre
but "different" rapper due to perception.
"Real Hip Hop" is usually defined especially with younger fans
who want to seem "in" and "knowledgeable" based on the morals or
character of the writer(s) in question.
By calling him "Real Hip Hop" he'll be judged against his peers
who some might deem as "Fake" or "Hip Pop" by doing so they can
marginalize and ostracize legitimate black and even white talent mainly because they have no idea what "Hip Hop" is.
They don't judge Macklemore based on what we as Hip Hop heads know
Hip Hop to be. They (the average non-head) will judge Macklemore not
based on his production, his ability to rap (flowing,staying on beat) or his
ability to write (punches, metaphors, word play) etc.
They'll judge him based on his CONTENT, there is a large group
of people with preconceived notions on what Hip Hop is and if a person
like Macklemore or Mac Miller are seen as different or ground breaking they'll
judge any Hip Hop they hear afterwards against it.
The same is going on with Gay,Bi or transexual rap artists like for instance
"Mykki Blanco" who is admittedly pretty dope but as a rapper I feel he/she isn't doing things I haven't heard before but because he will
be many peoples and likely LAST real exposure to Hip Hop
he'll be seen as "better".
To the ignorant he's seen as a vanguard in a homophobic and sexist genre
doing things they simply can't conceive or are not smart enough to do so.
And because of that he could win big with a group of people who feel that
Hip Hop personifies hate.

Just look at the comments under these videos :
Mykki Blanco - Wavvy - Directed by Francesco Carrozzini - YouTube
^^^ She's a perfect example of what I mean.
And I personally think this mentality is destructive
to Hip Hop in a way.
It means artists like Killer Mike or Mr. Muthafukkin Exquire
wouldn't be considered "Real Hip Hop" in some circles.
It means Kendrick Lamar can only be Section.80 kendrick.
He can write as K. Dot, he can bullsh1t with the boys or brag
cause that might rub some people the wrong way.
Macklemore - Same Love (Lyrics + Official Music Video) - YouTube
This sorta stuff can ultimately determine who is and isn't
successful with the new fans entering the genre.
There is no such thing as "Real Hip Hop".
They've all been duped into believing that Hip Hop is supposed to have some sort of moralistic objective in order to be good music. It's music first and foremost and speaking on the community doesn't make it inherently better or of more value.
A lot of this is lost on the average Coli poster though.
They don't understand that there are millions of people who
completely despise Hip Hop and will join in on the bashing
of Jay-Z/Nas/Wu-Tang Clan while championing whoever they like.
I mean it's all fun and games until you realize your favorite artists
aren't selling and ultimately cannot have a career while
the macklemores of the world are playing for entire stadiums.
I feel that Hip Hop is partly to blame but I also feel it's the result of the consumer choices to. Just like there is a market for macklemore more there is also a sizable market for artists like Chief Keef these people were the
ones who ultimately helped Dr. Dre and everyone else go plat release
after release.
The dollar is powerful and it can change a genre rapidly.
Look at DubStep and pop music for example not even a decade ago they were biting Crunk Records and using Scott Storch/Dj Premier and whoever else made Hip Hop music or had an understanding of it to contribute
to their projects and now you can't find a pop song without
some dubstep characteristics shoved in.
I figure the same could happen with some kid who started
rapping yesterday after being inspired by Macklemore and using
the "Real Hip Hop" guiding light to create his music.
Multiply that a couple hundred thousand and all of a sudden.....